Social Networking site which requires invitation. Claims to be free of ads and that the data collected is not bought for advertising space. Wants to be a more exclusive and virtuous 'organic' tumblr-like site.

Tumblr User #1: I gave into the hype about ello last night, you on it yet?
Tumblr User #2: Nah, that'll be over before anyone's heard about it, it's a waste of time.